Open It, Read It, Buy It: Email Marketing with the AppExchange

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Open It, Read It, Buy It Email Marketing with
the AppExchange
Track Marketing Executives

• John Burbridge, Salesforce.com
• Janine Popick, Vertical Response
• Chris Baggott, Exact Target

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  forward-looking statements, except as required by
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salesforce.com
JOHN BURBRIDGE
E-Marketing Manager
jburbridge_at_salesforce.com
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Agenda

• How to Create an Email for Response and Delivery
• Deliverability
• Email Compliance
• Creating Your Email
• Segmentation
• Lighting Round Some Advanced Tactics Design For
  Engagement
• Multivariate Testing
• Dynamic Content
• Dialog Management
• QA

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VerticalResponse
JANINE POPICK
CEO
janine_at_veritcalresponse.com
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Deliverability

• Gate 1 - The ISP
• Whitelisting - an ISP has the sendersserver
  name on an approved list that identifies the
  email and lets it pass through.
• Gate 2 - The Corporate Domain
• Blacklisting Defined - a list of bad server
  addresses that some ISPs and corporations use to
  block email thought of as having sent SPAM.
• Filtering Software
• Gate 3 - A recipients inbox - factors that help
  you not get filtered
• Proper HTML - http//validator.w3.org
• Avoid SPAM words/tricks
• Get into the Address Book
• Many ISPs will automatically route you to the
  inbox if you are in the address book
• Include address book instructions after your
  recipients opt-in

Brookstone includes a line at the top of each
email asking recipients to add them to their
address book.
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Email Compliance

• CAN-SPAM  Act of 2003
• For Commercial Email Senders
• Federal Legislation
• Gives recipients the right to ask emailers to
  stop emailing them
• Bans False header information
• Domain name
• Email address
• From label - Must be "From" who the recipient has
  the relationship with
• Bans deceptive subject lines - must relate to the
  content
• Requires Opt-out method working and processing
  for minimum of 30 days after you send your email
• Working return email address
• Internet -based method
• Requires the sender's postal address

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Creating Your Email

• From Label
• Your company name or your email address
• Stick to who you are and avoid changing this
• Subject Line
• Keep it Short - many readers default to 40
  characters and cut it off there
• Dont repeat from label in subject line - space
  is too valuable
• Dont overuse the word free or symbols fre -
  spam technique
• Dont use excessive punctuation - !!!!!
• Dont use CAPITALIZATION - email screaming!
• Personalization works

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Creating Your Email Your Creative

• Avoid large logos at the top - valuable space
• Above the fold - keep the important info here
• Avoid using one large image
• Unsubscribes potentially higher
• Text Only Corporations
• Font Type - Stick with web-friendly across many
  browsers
• Arial, Verdana, Trebuchet for san serifTimes New
  Roman, Georgia for serif.
• Font Size
• Avoid too small for readability
• Avoid too large for deliverability. Size 12pt
  preferred.
• Font Color
• Avoid white on dark background for readability
• Avoid magenta, yellow, green or grey for
  deliverability

This is what a recipient sees when an email is
only made up of images and images are not
displayed, the unsubscribeouch!
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Creating Your Email Your Copy

• Avoid long copy blocks - this can deter your
  reader
• Use bullets
• Keep them short and spaced out
• Include many ways a recipient can click to get
  to your site.
• Relax - talk to your user, email can be more
  personal
• Go ahead and sell, just avoid spammer techniques
• Include your phone number
• Personalization - Good data?
• Postal Address - Its the law
• Reminders - Remind recipients where they have
  signed up for your email
• Include a forward to a friend mechanism

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Some Ideas on Segmentation

• Time of day - Segment your lists by zip code and
  roll out your campaigns for the time of day when
  your users will most likely be reading.
• Business to Business? 10-1
• Business to consumer? Later in the day, Thursday
  or Friday for weekend events.
• Multi-buyer vs. new customer vs. prospect
• Use custom fields to track these separately and
  push your prospects and new customers up the food
  chain.
• Clickers Openers vs. Non Responders
• Run reports based on who clicked and who opened
• Follow-up campaigns to get them even more
  interested
• Run reports based on who didnt click or open -
  re-mail with a different subject line
• Recency
• Segment your older customers from your newer ones
  and target different messages. A 6-12 month
  customer is harder to communicate to than 1-3
  month purchaser.

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ExactTarget
CHRIS BAGGOTT
CMO
chris_at_exacttarget.com
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Lighting Round Some Advanced Tactics

• Design For Engagement
• Multivariate Testing
• Dynamic Content
• Dialog Management

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Handheld Devices
Now that handheld devices have become
ubiquitous, subscribers have a lot of choice as
to how they interact with your email. Design
has to be flexible enough to deliver your message
to various media in formats that work. This goes
beyond HTML vs. Text.
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Handheld Devices

• Multipart MIME wont help
• Most PDAs think they can display HTML but often
  nothing shows up. Test your HTML on a handheld
  before you deliver.
• Add an ALT Tag
• Without an alternative text tag (ALT tag), the
  PDA will default to HTML and will show image
  codes and programming strings. ALT tags will
  enable your PDA to render the e-mail in a simple,
  readable format without affecting how the e-mail
  will look on your computer.
• Get to the point
• Put text copy as close to the top of your e-mail
  as possible. You have to get to the point quickly
  in text format.
• Do not top load with images
• If you make subscribers scroll through long
  links, they will hit delete. Pull the ads lower
  or put some interesting copy above all the HTML
  and links.
• Ask readers to hang in there
• Put a text line above the ads and header telling
  readers their attention to the e-mail will be
  worthwhile. This might go unnoticed in the full
  rendering of the desktop view but will stand out
  strongly in the handheld view.
• Stop asking to be added to the address book
• This message takes up the entire content area on
  a handheld. Once a subscriber has added you to
  her address book, stop asking. This data should
  become an attribute and marketers should use
  dynamic content to send that note only to those
  who have not already clicked.

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Image Suppression

• Industry statistics show that email open rates
  are declining, indicating that a significant
  number of subscribers are keeping their images
  turned off.

All screen shots courtesy of www.campaignmoniter.
com
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Previewing
How does your email appear in the preview folder?

All screen shots courtesy of www.campaignmoniter.
com
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So what matters in email?

100s of Potential Success Factors
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Testing Optimization
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Testing Optimization
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Multi-Variable Testing which approach is best?

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Testing Optimization
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Dynamic Content
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Dynamic Content
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Dialog Management Makes Email Easy
Welcome Message Cycle
New CustomerNew Prospect
Special Offer Survey?
No Purchase in 30 Days
Customized Content
Web Activity
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Case Study Automated Mailing System (AMS)

• Specific emails sent to a Customer or Lead
  determined by date action occurs.
• A Customer receives a "Check-In" email 25 days
  after making a purchase.
• A Lead receives a "Product Comparison" email 12
  days after requesting product information.

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Case Study Automated Mailing System (AMS)
SOLUTION
An automated workflow integrating the two
systems. Automated Mailing System (AMS)
www.americandatacompany.com Confidential
Proprietary
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Case Study Automated Mailing System (AMS)
Automated Mailing System (AMS)

• Approximately 2,700 targeted emails automatically
  sent per day
• Lactagen has seen a 47 increase in sales since
  launching the AMS driven program

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QUESTION ANSWER SESSION
Janine Popick
VerticalResponse
CEO
Chris Baggott
ExactTarget
CMO
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